The Nielsen Co. Reveals Generational Shopping Habits

The Nielsen Company recently analyzed the shopping habits of four key generations (Greatest Generation, Boomers, Gen X and Millennials) to understand generational differences in purchasing practices and gain insights into opportunities for CPG companies.

Results showed that the Greatest Generation consumers, shaped by the Great Depression and World War II frugality, are the most frequent shoppers and more deal prone than other age segments. Millennials, meanwhile, don’t like to waste time in-store, shopping less than other age groups but buying more per trip as a result.

Millennial and Gen X shoppers favor mass supercenters and mass merchandisers over more traditional formats like grocery or drug stores, which remain a draw for the Greatest Generation as well as Boomers, who also shop club, dollar and convenience/gas channels more frequently.

Nielsen reported that the Greatest Generation is less likely to enjoy shopping than any other age group, yet also the most likely to walk up and down each aisle on a shopping trip, thus extending their time in-store. As a result, merchandising opportunities to pepper products that appeal to older consumers should be pursued. Millennials enjoy shopping, but are less likely to shop the entire store. Engaging this “in and out” shopper with products such as music or other in-store entertainments could extend their time in stores and get them to shop more aisles. The Greatest Generation are savvy shoppers, spending most of their online time using email and message boards, providing ready avenues for delivering targeted offers and initiating value-add discussions about health issues and special wellness programs.

Online Partners

Browse the latest issue of Convenience Store Decisions and back issues in an easy to use high quality format. Bookmark, share and interact with the leading C-Store magazine today.

Need C-Store News in a minute?
C-Store Decision Enewsletters get you caught up on all the convenience store news you need. Sign up today.

Convenience Directions

The Convenience Directions concept has been in place for over 15 years in the convenience store industry. What we do is very unique in that
we combine the InfoMarketing newsletter, which is mailed quarterly to over 10,000 c-store executives, with three Idea Exchange meetings.

Print Subscription

NAG Convenience Conference

The National Advisory Group (NAG) is a dues paying association committed to building relationships and profits. NAG’s mission is to provide retail leaders of small to mid-size and family-owned convenience chains a peer-to-peer forum for the exchange of ideas to improve their business performance.